there on the defensive, they cannot articulate why business is good and how to mix business a better place. john: what you do have a whole foods some people called it feel good nonsense what does it have to do was conscious capitalism? you so people on a whole foods which it is better than i doubt. >> nobody is forced to trade there are other competitive alternatives. but they do so because they think they give value in exchange. john: students? you have questions or comments? please come to the microphone. >> i am from southern california. why can't we defend profit or look at the profit motives and defend that from the ethical standpoint? do we have to pursue purpose or doesn't profit have the place in society? >> of course. but we should not defend only profit we should defend the other aspects with the great value creation not just for the investors but for customers, employees, a supplier nwork, the larger communities. john: could you convince your fellow students? people think he made a profit i must have lost something. >> once you talk to them how business is a volunta exchan